Marketing

The faculty expertise in the marketing area is diverse and includes B2B and industrial marketing, innovations and new products, services, pricing, distribution channels, e-commerce and numerous other subjects.

Members of the marketing faculty publish in top rated journals such as Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of Product Innovation Management, IJRIM and others. The faculty has attracted significant research income from prestigious external research funding sources such as SSHRC, ORDCF, ORF-RE as well as industry funding sources such as Sears Canada. Several members of the faculty serve in prestigious federal grant adjudication committees.

The marketing area boasts some of the finest and award-winning teachers in the university, who teach in the undergraduate, MBA and doctoral programs. Courses offered by the faculty are rooted in marketing theory and incorporate practical components, including in-class and extra-curricular activities, that allow students to apply their knowledge. The area faculty often work closely with the marketing industry to innovate and develop courses many of which have significant experiential content. Several experientially driven programs spear-headed within the area, including MARS Apprentice and Canada’s Next Top Ad Executive (CNTAE), have gained national recognition for industry and academia partnerships.

JOURNAL : ACADEMY OF MARKETING SCIENCE (AMS) REVIEW

The authors introduce and investigate incoming managers’ instantaneous commitment - a novel concept increasingly relevant to frontline managers. Instantaneous commitment is a type of organizational commitment that can be formed expediently on the back of incoming managers’ preexisting role/work-related factors (stakeholder connections, relationships, and skills) offering organizations guidance on managers’ stakeholder orientation. Moreover, instantaneous commitment helps organizations avoid the classic loyalty-utility dilemma, as it provides an organization-wide instantaneous approach towards better stakeholder focus while being agnostic to emotional investment (loyalty) and to calculative assessment (utility) that may take shape over time. The authors provide a parsimonious explanation of instantaneous commitment construct and differentiate it from related constructs (affective commitment and continuance commitment). We also offer an understanding of how organizations can engender instantaneous commitment among managers. Finally, we develop a conceptual framework of a set of factors - prior role/work related antecedents, stakeholder orientation consequence of instantaneous commitment, and moderating influences of individual, environmental and new role/work related factors.